In 2005, I joined Rusty, a brand that thrives on high-performance surfboard craftsmanship based in Perth. As an Accessories Designer under the National Sales Manager's leadership, I steered the design of brand accessories – from backpacks and caps to belts – while staying true to its spirit and the expectations of its global customers. This role was pivotal in sculpting the worldwide brand guidelines in Irvine, California.

End-to-End Design Control

I led the design direction from the first sketch to the final product approval, assuring a steady stream of market-leading and brand-aligned products.

Trend-Defining Creations

I injected a distinctive flair into the accessories sphere, most notably through an iconic line of googly-eyed hats and backpacks. This led to unique designs that gained traction, set the pace, amplified the brand market presence, and bolstered sales.

Guiding the Global Vision

I developed an International Direction Document that ensured the brand's global presence remained undiluted, cohesive, and genuine to its brand values.

Unprecedented Sales Growth

I implemented ingenious strategies and designs in a Special Make-Up (SMU) business model that nurtured deeper ties with top-tier retailers and catalyzed increased sales of over $1 million in FY 2008/9.

Crafting Innovation and Performance

My tenure at Rusty was marked by a commitment to innovation and performance. From leading end-to-end design control, defining trends, and guiding global vision to achieving unprecedented sales growth, each achievement contributed to amplifying Rusty's market presence and bolstering sales.

I am Craig, a design professional committed to blending surfboard heritage with innovative apparel and accessories.